Sep 6, 2024

Brands vs. Internet Speak: How Brands Can Use Online Language Effectively

The internet had a busy summer đŸ”„. Here's what we can learn from this summer’s viral trends.

Brands vs. Internet Speak: How Brands Can Use Online Language Effectively

Internet trends on social media come and go all the time, but how brands jump onto these moments can not only set them apart but also build a relatable connection with their audience. This summer, it’s been all about “brat summer” and “demure summer” - concepts that have majorly influenced how people talk, dress, and interact online.

Why Do Brands Need to Pay Attention?

These viral moments are more than just passing phases; they represent the online cultural and influences consumer behaviour in real-time. When brands include ‘Internet Speak’ in their ad campaigns quickly, they not only capture attention but also build stronger relationships with their audiences due to relatability.

Three Brands That Nailed the Viral Moment

Duolingo - Internet Speak x Humour

Duolingo is famous for hopping on viral trends quickly and with humour. The brand frequently uses trending slang and internet phrases to stay relevant and connect with younger audiences on platforms like TikTok.

During “brat summer,” Duolingo’s famous mascot leaned into the rebellious spirit, posting tongue-in-cheek content that resonated with Gen Z’s mood, earning them engagement and praise for being in touch with internet culture.

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Starface - Internet Speak x Gen-Z
@starface main character energy with my hydro-stars 🌟 #fyp #starface #skincare #skincareroutine #pimplepop ♬ hey daddy - dev

A skincare brand known for its star-shaped acne patches, has filled their TikTok and Instagram with constant internet slang. Their marketing uses viral phrases like "skinimalism," "that girl," and "main character energy" to connect with their primarily Gen Z audience by using playful and relatable language.

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Gymshark - Internet Speak x Studio Girl

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Gymshark has also been smashing it with internet speak by riding the wave of fitness-related trends like the “Hot Girl Walk,” a viral TikTok trend that combines wellness, self-care, and empowerment. Gymshark cleverly integrated this internet trend with their own ‘Studio Girl’ collection, where women can shop the look for hot girl walks or coffee dates, encouraging their audience to participate and align their workout gear with this trend.

Brands that understand internet culture and can adapt quickly to viral moments are often the ones that win big. This doesn’t mean that you need to jump on every viral trend, but it’s about understanding your audience, aligning with their current mindset, and executing with impeccable timing.

As we’ve seen this summer, whether it’s “brat” or “demure,” brands that speak the internet’s language and strike at the right moment have the power to turn a viral trend into a major marketing win.

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